As comebacks from BTS, SEVENTEEN, and Stray Kids spark millions of album sales, the industry faces environmental challenges.

In an era when music is mostly listened to on smartphones, physical albums still hold sway in the K-pop market. While streaming services allow listening worldwide anywhere, the popularity of physical albums remains undiminished in K-pop. When top groups like BTS, SEVENTEEN, and Stray Kids announce comebacks, millions of copies are reportedly sold. According to the Korea Music Content Association, total album sales in 2024 reached 97.37 million copies.

For many fans, albums carry more than music; they serve as entry to fan sign events and a means to obtain member photo cards. Some fans purchase dozens or hundreds of copies, only to resell or discard the albums later. Consequently, the mountain of albums fans accumulate often becomes a “plastic mountain.”

In April last year, a pile of discarded K-pop albums was found in a park in Shibuya, Tokyo, sparking controversy. On social media, concerns were raised about the sad reality that albums are discarded after fan events conclude.

With growing interest in environmental protection, the entertainment industry is beginning to make changes. Instead of traditional CD-centric releases, digital-based formats like kit albums are appearing. Tagging an album to a smartphone can play music and music videos, and the smaller size makes storage easier. Fans are still seeking collectible value while efforts to reduce plastic use continue.

NCT WISH’s “WICHU” doll reimagines the album concept as a collectible item and promotional tool. Fans have described it as cute and practical. Red Velvet’s Chill Kill bag album likewise draws attention by combining usability with design, as fans use it as a fashion item and promotional vehicle.

Thus, the K-pop industry is exploring a new direction toward environmentally conscious physical albums. While the photo card-centric culture persists, there is a shift toward prioritizing stories and experiences over plastic. Fan-made physical albums symbolize both K-pop’s growth and the environmental challenge; the industry and fans must work together to keep K-pop sustainable.